LOGO DESIGN, BRANDING

STRIKING OUT SCHOOL HUNGER

A new logo to help Stop & Shop provide meals for in-school food
pantries across New England with every Red Sox pitcher's strikeout.

PROBLEM:

Stop & Shop supports nearly 100 in-school food pantries across Boston, Lynn, Fall River, and other New England communities, donating 10,000 meals for every Red Sox strikeout in regular-season home games. The program needed an identity that could do three things at once: read instantly as baseball, communicate a serious cause without feeling grim, and function as a durable mark for a multi-year campaign — not a one-season graphic. It also had to survive an unusually wide range of applications, from broadcast graphics to apparel to in-store signage.

APPROACH:

I designed the campaign logo around the single mechanic that makes the program work: the strikeout. Tying the mark to that moment let the identity carry the whole idea — every K is a meal — without needing explanatory copy alongside it. Because it had to live across two powerful existing brands and every possible surface, I built it as a system rather than a single lockup: full-color, three-color, black, and white variants, each drawn to hold up at small broadcast sizes, on merchandise, and in print. The tone stays celebratory, matching the energy of a ballpark rather than the language of charity, which is what makes people want to wear it.

OUTCOME:

The mark anchored a multi-year Strike Out School Hunger campaign and appeared across apparel, in-store, and promotional applications, with Red Sox legend and Hall of Famer David "Big Papi" Ortiz lending his support. The identity gave a complex program — a grocery chain, a baseball team, and a network of school pantries — one recognizable thing to rally around.

AGENCY:    McKinney

CLIENT:      Stop & Shop

CDs:           Alex Shulhafer, Kat Choi